LA B
While branded hospitality is not quite a new
concept, it certainly is attracting renewed attention.
This cross-sector play has an unparalleled ability
to immerse consumers in a brand world and keep
them there for an extended period of time. In an era
that sees retailers competing, above all else, to hold
their customers’ attention, hospitality is proving
a very powerful tool. But how do you successfully
translate your offer, and your visual language, to this
unexpected context? Here we chart the trajectory of
this phenomenon, from its beginnings in the luxury
and homeware sectors to the growing list of out-of-
category brands adopting the model.